Data Collection: Primary Research Methods Tutorial

In this tutorial, we continue our discussion of how marketers collect research data by examining the methods used for collecting primary data. Unlike secondary research, where data is initially obtained by someone other than the marketer, the responsibility for collecting data under primary research falls to the marketer.

In general marketers can select from two basic approaches to data collections using primary methods:

Both methods offer advantages and disadvantages which are discussed in detail in this tutorial.